How to Create a Paid Newsletter with Ghost CMS in 9 Steps [2026]

Introduction

Today, having an effective newsletter is crucial for any business or individual looking to build a profitable online presence.

That's where Ghost CMS comes in. This content management system (CMS) is known for its simplicity, its efficiency, its optimised search engine performance and its built-in newsletter management.

It stands apart from similar tools thanks to its ability to combine web content management with features that are both powerful and intuitive for creating and managing an email newsletter.

In this article, we'll explore in the greatest detail the process of creating a newsletter with Ghost CMS, from sign-up right through to publishing.

Whether you're a passionate blogger, a small business owner or a digital marketer, this guide is everything you need to get the most out of Ghost CMS in your newsletter campaigns.

1. Getting Started with Ghost CMS

To create an effective newsletter, it's essential to start with a solid foundation. Ghost CMS provides that foundation with an intuitive, easy-to-use platform for all your content and newsletter management needs.

Here are the steps to get started with Ghost CMS:

Choosing a Ghost CMS host:

The first step is to choose a Ghost host. You'll have two options here:

Ghost(Pro) hosting, which is the managed hosting service offered by the creators of the CMS. This option is very simple and quick to set up. But it can be quite expensive, and you'll have very limited control over your site.
Self-hosting Ghost CMS, which means we install the CMS for you. This gives you better control over your site and newsletter. It's also generally much cheaper and far more flexible.

Setting up your site or blog:

Once you have access to Ghost CMS, you can begin the process of setting up your site or blog.

Ghost offers a very user-friendly dashboard where you can choose your theme, customise the look of your site, and configure basic settings such as the site name, description, and SEO options.

Exploring Ghost's features:

Ghost offers a range of useful features for content creators. This includes the ability to manage the HTML tags of your text with the Markdown markup language, embed images and videos, and optimise your content for SEO.

Explore these various features to understand how they can enrich your publishing experience.

2. Getting to Know Mailgun

For effective newsletter delivery, Ghost CMS relies on Mailgun, a powerful email service.

What is Mailgun's role?

Mailgun is a transactional email service designed for developers, but it's also friendly for non-developers. It handles sending, receiving and tracking emails at scale.

Ghost uses Mailgun to send newsletters, new-post notifications and other types of emails to your subscribers.

What are the benefits of Mailgun?

Using Mailgun with Ghost brings several advantages. Mailgun offers high-quality email deliverability, detailed performance statistics, and the ability to manage bounces and spam complaints.

How do you set up Mailgun?

To set up Mailgun, you need to register a domain and verify your ownership of it. Mailgun provides detailed instructions for configuring the required DNS records.

1- First, create the domain name in Mailgun. I'd recommend using a subdomain, as in the example below: mg.yourdomainname.com

Add a domain to Mailgun

Adding a domain to Mailgun

2- Add the Mailgun DNS records

Dns Record of mailgun

3- Once your DNS records are verified, you can create your SMTP account.

4 - Keep a note of the email and password so you can add them to the user and pass values in the JSON below. You'll add the JSON below to the config.production.json file of your Ghost installation.

"mail": {
    "transport": "SMTP",
    "options": {
      "service": "Mailgun",
      "host": "smtp.eu.mailgun.org",
      "port": 465,
      "secure": true,
      "auth": {
        "user": "monemail@mg.monnomdedommain.com",
        "pass": "ici votre mot de passe"
      }
    }
  },

Smtp for ghost to add in the config.production.json

5- Once your domain is verified, you'll receive API keys that you'll need to enter in your Ghost dashboard to complete the integration.

Add API key with Mailgun

Securing your Mailgun account:

Security is an important aspect when using Mailgun with Ghost. Make sure your API keys are stored safely and never exposed publicly.

Mailgun also offers security features such as SPF and DKIM authentication to boost the credibility of your emails.

Once you've integrated Mailgun into Ghost CMS, the next step is to create and design your newsletter.

Here are the steps and tips for creating an attractive, effective newsletter:

In the Email Newsletters section, make sure the newsletter-sending option is enabled.

Still in the Email Newsletters section, go to the Newsletters tab and click Add Newsletter.

Accessing the customisation features:

In your Ghost dashboard, choose the newsletter you want to customise, then click Edit to access the customisation section.

Ghost offers built-in options for changing the look of your emails, including a choice of templates, colour customisation, and text formatting.

Designing the header and footer:

The header of your newsletter is the first thing your subscribers will see, so it needs to be eye-catching and reflect the identity of your brand or blog.

The footer should contain important information such as unsubscribe links and your contact details.

The body of your newsletter is where you share your main content. Use the Ghost editor to add text, images, links and other multimedia elements. Make sure the layout is clear and easy to read.

Choosing fonts and colours:

Select fonts and colours that match your brand and are easy to read on every device. Visual consistency between your website and your newsletter is essential for strengthening brand recognition.

Setting up the sender email addresses:

Make sure the sender's email address is recognised and trusted by your subscribers. A professional email address tied to your domain is preferable to a generic one.

Ghost lets you control who can subscribe to your newsletter. You can choose to make your newsletter public or exclusive to certain subscribers, depending on your content strategy.

Previewing and testing:

Before sending it to your subscribers, preview your newsletter to make sure everything displays correctly.

It's also a good idea to send a test to yourself or your team to get feedback and make adjustments if needed.

4. Create and Manage Subscriber Lists

A key component of a successful newsletter is the effective management of your subscriber lists.

Ghost CMS offers tools to create, manage and segment your subscriber lists, enabling targeted, personalised communication. Here's how to go about it:

Adding subscribers manually:

In your Ghost dashboard, you have the option to add subscribers individually. This can be useful for adding contacts you've already established or subscribers coming from other platforms.

Importing a subscriber list:

If you have an existing subscriber list, Ghost makes it easy to import. Make sure your list is in the right format (CSV) and that it complies with privacy rules and data-consent regulations.

Segmenting subscribers:

Segmenting your subscriber list can significantly improve the effectiveness of your newsletter.

Ghost offers the ability to segment your subscribers based on various criteria, such as engagement behaviour, interests, or demographics. You can create labels to categorise your members.

This segmentation lets you send more personalised, relevant newsletters to different groups.

Managing subscriptions:

Ghost also lets you manage your subscribers' subscription preferences. This includes handling unsubscribes, which is essential for complying with email regulations and maintaining a good relationship with your audience.

Updating subscriber information:

It's important to keep your subscriber lists up to date. Ghost makes it easy to update subscriber details such as email addresses, names, and other relevant information.

Respecting privacy and regulations:

When managing your subscriber lists, always make sure you comply with privacy and data-consent laws, such as the GDPR in Europe.

This includes obtaining explicit consent to send newsletters and providing clear unsubscribe options.

Once you've set up your subscriber list, the time has come to write your first newsletter in Ghost CMS.

Here's how to create captivating, effective content:

Using the Ghost editor:

The Ghost editor is designed for a smooth, intuitive writing experience. Start by creating a new post and choose the 'Send by email' option to turn it into a newsletter.

Send the newsletter

The editor supports rich text, images, videos, and other types of multimedia content.

Planning your content:

Before you start writing, plan the content of your newsletter. Decide on the main topic, the key messages, and how you want to structure the information.

A good plan might include a hook, the main body with your key ideas, a conclusion and a call to action.

Writing engaging content:

Write content that speaks directly to your subscribers. Use a conversational, personal tone to create a connection.

Make sure the content delivers value, whether that's useful information, advice, or entertainment.

Incorporating images and videos:

Images and other multimedia elements can make your newsletter more appealing and help illustrate your points.

Use high-quality images that are relevant to your content. Also make sure they're optimised for sending by email.

Creating effective calls to action:

Encourage your subscribers to take action. Whether it's reading a blog post, signing up for an event, or taking advantage of a special offer, a clear and compelling call to action can boost your audience's engagement.

Proofreading and correcting:

Before sending your newsletter, read it carefully to fix any spelling, grammar, and formatting errors.

A well-written, error-free newsletter strengthens your credibility and professionalism.

Personalisation:

If possible, personalise your newsletter by using the subscriber's name or tailoring the content to their interests. Personalisation can boost engagement by making the content more relevant to each subscriber.

6. Publishing Your Newsletters

Once you've created your newsletter in Ghost CMS, the next step is to publish it or schedule it to be sent.

Ghost offers flexible options for sending immediately or scheduling your newsletters, allowing you to easily manage your communication strategy. Here's how to go about it:

After writing and previewing your newsletter, you can choose to send it to your subscribers straight away.
Use the Publish button in the Ghost editor, then select Send now to send out your newsletter.
Make sure all the settings, such as the recipient list and the send time, are configured correctly before confirming.

For delivery on a specific date and time, Ghost lets you schedule your newsletters.
In the editor, click Schedule for later and select the desired date and time for sending.
This feature is particularly useful for maintaining consistency in your communications and reaching your audience at the optimal moment.

Previewing before sending:

Before publishing or scheduling your newsletter, use Ghost's preview option to see what it will look like in your subscribers' inbox.
Check the layout, text formatting, and the display of images or multimedia elements to make sure they appear as intended.

Confirmation and tracking:

Once the newsletter is sent or scheduled, Ghost provides visual confirmation in the dashboard.
You can also track the sending status and see whether the newsletter was delivered successfully.

Managing scheduled newsletters:

If you've scheduled several newsletters, you can manage them in the Scheduled Posts section of your dashboard.
This lets you see an overview of your content calendar and make adjustments if needed.

Once your newsletter has been sent, it's time to track and analyse its performance to understand your subscribers' engagement and improve your future campaigns.

Ghost CMS offers built-in tracking and analytics tools that can help you assess how effective your newsletters are. Here's how to use these tools:

Enabling the tracking features:

Make sure the tracking features are enabled in your Ghost settings. This will let you collect data such as open rates and link clicks.

This data is essential for evaluating your subscribers' engagement and the effectiveness of your content.

Analysing open and click rates:

Once your newsletter has been sent, check the statistics Ghost provides to see how many people opened the email and clicked on the links.

High open rates indicate a good level of interest in your topics, while high click rates suggest your calls to action are effective.

Assessing the newsletter's reach:

Consider the total number of subscribers and compare it with the number of opens to assess your newsletter's reach.

Low reach may indicate a deliverability problem or a lack of interest in the topic or format of your newsletter.

Interpreting performance data:

Analyse the data to identify trends. For example, newsletters sent at a certain time of day or week may perform better.

Use this information to optimise the timing and frequency of your future sends.

Using feedback to improve content:

Use subscriber feedback and performance data to refine the content of your newsletters.

If certain topics or formats seem more popular, consider featuring them more in your future editions.

Analysing long-term trends:

Monitor trends across several campaigns to get a clearer picture of how subscriber engagement is evolving.

This can help you adjust your content and marketing strategy to better meet your audience's needs and interests.

By regularly tracking and analysing your newsletters' performance, you can continually improve your approach and make sure your email marketing efforts are as effective as possible.

8. Advanced Tips for Effective Newsletters

To maximise the impact of your newsletters and engage your subscribers even more, it's important to adopt advanced strategies and techniques. Here are some tips that can help improve the quality and effectiveness of your newsletters:

Writing captivating subject lines:

The subject line of your newsletter is the first thing your subscribers will see. Make sure it's engaging, accurate and encourages people to open the email.
Test different wordings to see which ones generate the highest open rates.

Personalising the content:

Use your subscribers' data to personalise the content of your newsletters. This can include using their name or tailoring content based on their previous interests or behaviour.
Personalisation can significantly boost engagement and the relevance of the content for each subscriber.

Advanced audience segmentation:

Take advantage of segmentation to send specific messages to different groups of subscribers. For example, sending different content to new subscribers compared with those who have been engaged for a long time.
Effective segmentation can improve the relevance and impact of your newsletters.

Creating quality, relevant content:

Make sure your newsletter's content adds value for your subscribers. This could be useful information, advice, exclusive updates or special offers.
High-quality content strengthens your subscribers' loyalty and interest.

Using attractive visuals:

Include high-quality visuals to make your newsletters more appealing. This can include images, infographics or videos.
Visuals should complement and reinforce the message of your content.

Finding the optimal frequency and timing:

Work out the best time and frequency for sending your newsletters. This depends on your audience and the type of content you share.
Avoid over-communicating so you don't tire out your audience.

Continuous analysis and adjustment:

Use analytics data to continually adjust and improve your newsletter strategies. This includes experimenting with different content styles, newsletter formats and engagement strategies.

9. Troubleshooting Common Problems

When using Ghost CMS for your newsletters, you may run into certain common problems.

Fortunately, most of these issues have very simple solutions. Here are some tips for resolving the problems you'll most often encounter:

Email deliverability problems:

If your newsletters aren't reaching your subscribers' inboxes, check your SPF and DKIM settings in Mailgun to make sure they're configured correctly.
Also check that you're not on an email blacklist and that your bounce rate is low.

Difficulties with the Mailgun setup:

If you run into problems while setting up Mailgun, make sure all the installation steps have been followed correctly, including verifying your domain and entering the API keys in Ghost.
Consult the Mailgun documentation for detailed instructions, or contact their support for help.

Layout problems in newsletters:

If your newsletter's layout isn't displaying correctly, make sure your HTML and CSS are compatible with email. Some styles that work on the web don't work in emails.
Test your newsletter on different email clients to identify and fix compatibility issues.

Images not displaying:

If your newsletter's images aren't displaying for some subscribers, check that the image links aren't broken and that the images are hosted on a secure server (HTTPS).
Also make sure the image sizes aren't too large, as this can affect loading.

Lack of subscriber engagement:

If your newsletters have a low open or click rate, consider reviewing your subject lines, content and email design.
Try experimenting with different types of content, send frequencies, and subscriber segments to see what resonates best with your audience.

Conclusion

Creating an effective newsletter with Ghost CMS is a process that blends creativity, strategy and attention to technical detail.

By following the steps and tips provided in this article, you're now equipped to launch and manage newsletter campaigns that captivate and engage your subscribers.

Let's recap the key steps:

Start with a solid foundation: hosting and initial setup of Ghost CMS, and understanding the integration with Mailgun.
Design and customisation: create newsletters that reflect your brand and grab your subscribers' attention through careful design and effective personalisation.
Subscriber management: use Ghost's tools to manage and segment your subscriber lists, ensuring your content reaches the right people.
Creating engaging content: write newsletters that deliver value and keep your subscribers interested, using effective visuals and calls to action.
Publishing and scheduling: send your newsletters consistently and in a timely way, using Ghost's scheduling options.
Tracking and analysis: assess the effectiveness of your newsletters with Ghost's tracking tools, and adjust your strategy accordingly.
Troubleshooting and continuous improvement: be ready to solve common problems and always look for ways to improve your campaigns.

Remember that the key to a successful newsletter is consistently delivering value to your subscribers, while telling your brand's story in an authentic and engaging way.

With Ghost CMS as your tool, you have everything you need to create newsletters that not only inform and entertain, but also strengthen the relationship between you and your target audience.